Abstract

Some unsustainable consumer behaviours have proved extremely
hard to change or even challenge. Despite the fact that flying can be more
damaging than any other activity that an individual can undertake, many
otherwise green consumers still choose to fly, offering an opportunity to elicit
narratives about the differences between their attitudes and behaviours.
Qualitative interview data were gathered from self-selected green consumers
and set within a cognitive dissonance analytical framework. Four strategies
were uncovered: not changing travel behaviour (but offering justifications
related to travel product, travel context or personal identity); reducing or
restricting flights; changing other behaviours to compensate for flying; and
stopping flying. This analysis furthers research on green consumer rationales
for (un)sustainable behaviours and suggests several avenues for sustainable
marketing management.